Shaping the future of hydration with a global framework for long-term growth.

The hydration category had become crowded and fragmented, with innovation largely confined to incremental extensions. To reignite growth, a global beverage leader needed a future-focused framework for portfolio and category innovation. Cultural immersion and market analysis, grounded in SRG LifeDrivers®, revealed evolving consumer motivations around wellness, performance, and enjoyment–shaping a strategic model for long-term innovation and growth.

The work established a scalable innovation foundation that continues to inform global beverage strategy, guiding new product development and fueling portfolio expansion across markets.